Tracking brand perception among general physicians

What is shaping pharmaceutical

Pharmaceutical and medical-device companies need evidence from doctors, pharmacists and patients, gathered with verified respondents, strict confidentiality and careful questionnaire design.

• Prescribing behaviour is shaped by evidence, experience and access
• Pharmacies influence brand substitution and adherence
• Patient journeys reveal unmet needs between visits

A pharmaceutical company, working in Pan-India. Client identity is withheld to protect confidentiality.

Organisation

A pharmaceutical company

Sector

Pharmaceutical

Team engaged

Market Research

Services

Healthcare panel, Quantitative research, Data analytics & dashboards

The company launched several brands in competitive therapy areas and needed to monitor awareness, prescribing intent and perception over time.

• Deliver on the brief: tracking brand perception among general physicians.
• Understand the views, needs and behaviour of physicians.
• Produce results that can be compared across groups and locations.
• Set up a repeatable measure the client can track over time.

The work focused on 400 physicians.

• physicians400

Audiences we typically reach in pharmaceutical

Physicians and specialistsPharmacists and chemistsNurses and allied HCPsPatients and caregiversHospital procurement teams

Coverage: Pan-India. Market: India.

• India

A structured quantitative design, so results could be compared across groups, locations and time.

1. 1Brief
2. 2Quarterly HCP tracker
3. 3Dashboard
4. 4Insight

We ran a quarterly tracker with consistent questions and sample, with results on a dashboard by region and specialty.

Healthcare panelQuantitative researchData analytics & dashboards

physicians

400

• Healthcare professionals and patients were screened on specialty, setting or condition, and professionals were verified before taking part.
• Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.

• The online survey was mobile-friendly and offered in respondents' languages.

• Digital fingerprinting and duplicate checks
• Attention, speed and straight-lining checks
• Review of open-ended answers
• Verification of healthcare professionals
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Interactive dashboard for ongoing tracking

• The tracker showed which brands gained ground after education programmes, and where perceptions lagged.

Consistency across waves made changes meaningful.

• Build on the core insight: consistency across waves made changes meaningful.
• Share the findings with the teams closest to customers so they can act quickly.

• Marketing adjusted activity based on quarterly results.

Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables
• Interactive dashboard

• Continue the routine and review results every period.
• A natural follow-on question: how do doctors choose between therapies?